隨著金融法規的開放與改革，十六家新銀行的誕生與十四家金融控股公司的掘起，對金融環境產生極大的變化。在如此競爭環境下，賦予金融業者自主的金融商品創新能力，及更具彈性的商品組合與策略，使得金融業務多元化發展，有效轉化價格競爭為品質服務競爭，進而提昇銀行獲利，為成立金融控股公司的主要精神與政府極力努力的目標。面對銀行業前所未有的挑戰，加上新台幣利率的走低、存放利差的縮減，降低逾放的壓力，大家紛紛體認開闢低風險高收入商品的重要，財富管理自然而然成為各金融機構必爭之地。花旗銀行在2001年時引進財富管理（wealth management）銀行概念，推動國內理財觀念的萌芽，2003年國內各種新金融商品紛紛包裝推出，財富管理一詞儼然成為本國銀行與外商銀行開拓消費金融的利器。

著眼於財富管理的快速發展，如何在最短時間內提昇顧客忠誠度，是銀行業致勝關鍵。本研究從銀行業財富管理業務面透過問卷調查方式探討服務品質、顧客滿意度、顧客忠誠度三方面之關聯性研究，尋找出社會大眾在財富管理的需求，方便銀行從業人員找出業務努力方向，來創造理財專員、顧客、銀行三贏的局面。

本研究之對象界定在中小企業主與高階主管，研究範圍設定在台南市、台南縣，問卷設計除引用相關文獻外，並參酌銀行先進的意見，以增加可信度。利用Cronbach’s α係數來檢定信度，並以LISREL模式來進行分析服務品質、顧客滿意度在顧客忠誠度構面之影響路徑如何？

結果顯現在理財業務萌芽期，顧客對理財人員的情感信任會影響忠誠度的提昇，所以與顧客博感情有助初階業務發展，後續專業知識的增加、產品的好壞、品牌商譽仍要持續成長，才是銀行業競爭力的所在。

As process for the new restructuring and less tightening on the financial regulations, 16 brand new bank and 14 financial holding companies had been established. With the establishment for those new banking company it creates enormous impact on the current financial environment. Facing the new competitors and the new regulation reform, the financial institutions have to create more diverse and flexible combination for their products in turn to face up with the challenge. For the bank to increase its profitability and also reaching the goal for setting up financial holding company, it has to undertake the transformation from price contest to service oriented. With all the unknown challenge ahead, and the shrinking revenue from the decrease in NT banking interesting, the decrease in lending rate, increasing unpaid debt…,all the banks now have to find a low risk high profit item to sell. This is when the wealth management comes in the pictures. Since year 2001, City bank first introduced a new concept of wealth management, and in 2003 all the domestic banks follows the step and repackage this concept and created many new consumer oriented wealth management products. Wealth management has since become the instrument for both domestic and foreign bank to attract their consumer and also increase the bank’s profitability.

The rapid growing of wealth management, the strategy to increase the royalty of customer is the key point for the bank to be successful. This report is to analyze the mutual relationship between service quality, customer satisfaction and customer royalty through questionnaire, and to realize the need for consumers in the wealth management. This will be beneficial for the bank to focus on the methods to create the win-win situation for the bank staff, customer and bank.

The object for this research based on the executive for small and medium business which located in Tainan city and Tainan County. The designs of the questionnaire are base on related literature and also many advices from the bank manager to increase questionnaire’s creditability. By using Crocbach’s α to examining the creditability of this questionnaire, and also LISREL model to analyzed the pattern influence the service quality, customer satisfaction and customer loyalty.

The object for this research based on the executive for small and medium business which located in Tainan city and Tainan County. The designs of the questionnaire are base on related literature and also many advices from the bank manager to increase questionnaire’s creditability. By using Crocbach’s α to examining the creditability of this questionnaire, and also LISREL model to analyzed the pattern influence the service quality, customer satisfaction and customer loyalty.

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